Debenhams' sales suffered in spring as shoppers became addicted to promotions and were reluctant to pay full price

Debenhams' sales suffered this spring as shoppers became addicted to promotions and were reluctant to pay full price.

The department store chain, which has a reputation for always being on sale, cut the number of goods on special offer in the third quarter, to boost profits.

Revenues were hit by the timing of promotions as well as the fact there were fewer of them – a strategy to wean customers off discounts. It is likely to hit sales short-term, but the hope is it will lead to higher profits.

This meant sales were flat in the 15 weeks to June 13. Online sales through its website grew 16.7 per cent.

Shares rose 0.9p to 91.2p after chief executive Michael Sharp said it was on track to meet full-year earnings. Debenhams has been installing Sports Direct concessions in its stores and has also tried Patisserie Valerie cafes, food by Chi Kitchen and BHS lighting.

It is to open new stores in Bradford, Wandsworth, Rugby, Beverley and Newport.

Sharp said: ‘Changes to our promotional calendar, including the effect of moving the new season spectacular into the first half... have diluted underlying sales growth over this period by around 1 per cent.’